Dare Appointed to Rebrand Docklands ahead of London 2012

Dare is part of a consortium which has won a project to temporarily redevelop the Docklands, as part of a £22bn regeneration of the area.

The consortium, collectively known as Industri[us], comprises Dare, urban designers Fluid, commercial property firm Colliers International and production company David Barrie & Associates.

Standing for a ‘collaborative action that Re/Works and Re/Values former waste products’ Industri[us] has won the task with a scheme which identifies and draws together existing supply chains, waste transfer sites and local initiatives to form a sustainable community. Dare will lead the brand strategy and the team also includes thought leader John Thackara and artist/thinker Michael Pinsky.

Industri[us] pitched against a shortlist of 12 groups and is one of four winners, whose ideas have been chosen by Meanwhile London (a campaign to find innovative temporary uses for development sites that have stalled because of the recession) to kickstart the regeneration of three sites in Canning Town and the Royal Docks ahead of London 2012.

The Meanwhile London campaign is being run jointly by the London Borough of Newham, the Mayor of London, the London Development Agency (LDA) and its Design for London team. The appointment of the winning teams will be announced by the Mayor of London at MIPIM, Cannes.

Industri[us] will also oversee the overall strategy of the regeneration of the area, which lies between the main Olympic site in Stratford and the ExCel Centre, which will host all the medal ceremonies for London 2012 Olympic and Paralympic Games.

An initial 42 entries included a honey farm, BMX park, and a floating lido. Judges included Barcelona regeneration adviser and CEO of 22@Barcelona Josep Piqué, Architecture Foundation director Sarah Ichioka, chairman of New London Architecture Peter Murray, design director and deputy chief executive of the LDA Peter Bishop, head of Design for London Mark Brearley, London Borough of Newham executive director for regeneration, planning and property Clive Dutton and Property Week editor Giles Barrie.

The £22bn regeneration of the Royal Docks and Canning Town is a priority for the Mayor of Newham, Sir Robin Wales, and London Mayor Boris Johnson. Transport for London’s new cable-car link over the Thames, which will connect the O2 Arena on Greenwich Peninsula with the ExCeL Centre, received planning permission in January and Siemens’ £30m ‘sustainability pavilion’ opens on the Royal Victoria Dock in spring 2012.

Brian Cooper, Creative Director at Dare, says: ‘We are extremely excited about being part of a team to create a strategy and creative work, which will play a vital part in the regeneration of the London Docklands.’

Dare will start work on the project immediately with completion due later this year.